Posts Tagged ‘campaign’

It is becoming as natural today for a brand to have a mobile application and mobile Web site as it was to launch a Web site in the 1990s.

This is not a question about technology or effectiveness – brands simply need to be where consumers are, and consumers are spending more time on app stores and interacting with apps.

At the same time, most users only have about 10 apps that they use every week or month.

One-off-apps effective as core business apps

But is there anything wrong with 1 million people using your app only once?

Mobile apps as part of a short-term campaign may only be used just a few times, but the marketing effect can be just as efficient as that of a core business app or mobile Web site.

You can draw a parallel between a mobile app and a viral video, an advertisement on YouTube or a brand microsite. Most people will only visit it once, but the brand manager will be very satisfied as long as the interaction has made a longstanding impression.

Like this:

NEW YORK – The key to mobile is to communicate directly with consumers through mobile sites, applications and search engine optimization, according to a Mandarin Oriental executive at the Luxury Interactive conference.

Mandarin Oriental laid out its entire digital strategy from the past few years to explain how varying the types of mobile marketing enables the chain to engage with consumers. The brand exercised many mobile touch points to communicate while still maintaining a consistent theme throughout its mobile offerings.

“Our first priority was asking what the customer was looking for,” said Christoph Oberli, New York-based vice president of ecommerce at Mandarin Oriental. “The problem is that the mobile device is always changing.

“Something new is always coming, but the mobile strategy needs to be consistent across all platforms and outlets,” he said. “It always has to be benefitting the brand.”

No reservations

Mandarin Oriental has seen much success from its mobile site, launched in January 2010.

The mobile site is more of a transaction tool than an engagement mechanism, per Mr. Oberli.

We thought we had seen every type of app and interactive billboard campaign under the sun until we came across this brilliant one from Mcdonald’s that the company ran in Sweden recently. The concept is a simple one in that users get to control the billboard and turn it in to a personal game. By completing the game in 30 seconds win coupons for free food in the nearest Mcdonald’s restaurant.

What is especially interesting about this technology is that you don’t actually have to download an app, which normally causes quite a big barrier to entry. Instead the phone picks up your location and you can join the game via a website address. Not only is this some of the most interactive and engaging marketing that we have seen in some time but it also drives people into the Mcdonald’s restaurants to redeem their coupons. It’s interesting to see more and more campaigns combining mobile and billboards and it’s a trend that we will probably see accelerating over the coming years. Hats off to Mcdonald’s on a great campaign…

Automakers such as Lamborghini, Ferrari, Rolls-Royce and Maserati are sure to gain awareness with a new celebrity-endorsed Twitter campaign by Indulgence Auto Rental.

With a vehicle selection of impressive luxury cars, the company is far from the common Hertz or Enterprise.

“The real motivation here is for Indulgence Auto Rental to promote its service – not high-end cars, but the service we provide,” said Frank Kafimov, chief operating officer of Indulgence Auto Rental, Los Angeles.

The map

The company’s desire to involve celebrities, many of whom are already clients, is no surprise.

To be considered a qualified candidate, a celebrity must have: a verified Twitter account, more than 2 million followers on Twitter and be personally liked by Indulgence Auto Rental followers.

Celebrities who feel they meet all of the requirements can than contact Indulgence Auto Rental for more information.

If all goes well, and they are found to be likeable and approved, the celebrities may pick from any one of the company’s luxury cars, currently including the Rolls-Royce Phantom, the Maserati Grand Turismo and the McLaren SLR Roadster, so as long as they are not already reserved or rented out.

Like this:

The vast new profit streams of the mobile world can become an important opportunity for direct response advertisers. The creation of successful mobile campaigns requires a combination of the knowledge that has already been accumulated in the world of result-based online marketing together with a thorough understanding of the differences, limitations and options provided by the mobile platform says Inbar Chap in her story. A must read for mobile marketers.

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